#BLACKTOFRONT

Posted In: Social by Dan Howard,
September 10, 2021

We are honoured to be part of this extraordinary day for Channel 4 and we’re over the moon that Vitl are a part of it. If you don’t already know what the #BlackToFront Project is, this is what Vitl had to say –

“We’re very excited to be taking part in Channel 4’s Black to Front Project today. Our TV ad showcases the extremely talented Amelia Dixon, a roller-skating sensation who glides effortlessly across screens radiating health and happiness. Amelia is an absolute inspiration and it was an honour to work with her in this campaign.”

This is a monumental day for Channel 4, so we thought best to let them explain more about the initiative –

“We’ve unveiled ambitious commercial activity to support our major #BlackToFront project, which is airing across Channel 4 today.

The initiative encourages viewers, programme makers and advertisers to improve Black inclusion and Black representation across the media. From morning ‘til night, our entire schedule is being re-imagined with new and familiar content fronted entirely by Black talent, featuring Black contributors and produced by Black talent off-screen.

In a world first, we’ve also transformed our entire commercial schedule across the whole day, broadcasting only ads which featuring either a Black lead character or a majority Black cast, to raise awareness and drive conversations around improving Black representation in advertising.  Plus, every sponsorship brand partner that is on-air today has also reviewed or updated their ident creative to ensure it aligns with the day’s ambition.

That’s a massive 70 different campaigns from over 60 brands, transforming all 55 advertising breaks across today on Channel 4 – a phenomenal achievement and one we have to thank the entire advertising industry for helping to make happen.”

You can learn more about the project and what’s on the schedule at the Channel 4 website here.